The Poet Behind Coke's Super Bowl Spot Wants All of Us to Bring More Art to Advertising

W+K's Becca Wadlinger wrote the brand's ode to individuality

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When you hear a poem in an ad, especially a Super Bowl ad, it’s usually a safe and licensed choice lifted from the long-dead likes of Whitman or Frost.

But Coca-Cola went a different direction with its Super Bowl ad, building it instead around a lovely and original poem about inclusiveness, identity, individuality and, yes, Coke.

So was the ad written by a poet or a copywriter? Both, actually, in the form of Wieden + Kennedy Portland’s Becca Wadlinger, who cut her teeth on poetry long before she was recruited into the world of advertising.



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